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The purpose of this is to show you strong brands create a gut reaction, association/connection. Marketers have spent years creating and 1,000s of dollars to create this brand perception.
In the traditional sense, this the definition of a BRAND.
But today, we want to take this one step further and help you begin to think like a marketer….to define and amplify your TB.
Thinking back to the exercise that we just did….imagine every time you posted a job, send an InMail that you create that GUT REACTION among your ideal candidates. If people knew about and felt a connection to your brand…
imagine how much easier it would be to attract the right talent
how much that was decrease your time to fill!
Then ask: How does your brand come into play when it comes to hiring the right talent?
Today, that’s exactly what we hope to help you with
In this session, we’ll talk through the 4 ways you can bring your talent brand to life by….
Let’s start with defining your brand
Ask: How many of you have researched your company as if you were a potential candidate?
Follow up with: Where have you searched for information about your company?
What does each platform represent say about what it’s like to work there?
How does this influence behavior and does this align to the brand that you’re trying to convey?
Think about it like this, when you’re sending an InMail or get a candidates on the phone… is your elevator pitch about why your company is going to transform the industry reflected on SM?
Also bear in mind, really passive candidate aren’t going to take this time to research your company….you need to put the RIGHT msg in front of this, but that’s for later on.
So, why is it so important that you get your story RIGHT online?!
We surveryed. 18K people in 26 countries to find out what matters most when considering a job
Again, your marketing team has probably done an excellent job marketing your products/services…this matters to candidates at 20%
They also care that your company is seen as prestigoius and they’ll work with great people.
But by far, they care that your company has a great reputation as a GREAT place to work.
If you haven’t done the research to first and foremost determine what your TB, do an audit. See how your brand is reflected online. Then work internally to truly define your EVP
Now we’ve defined what our story/TB is online, let’s talk about optimizing our current LI presence which we’ll focus on
Your co page, career page, traffic to the dif areas and your follower ecosystem
Let’s start w/your company page – all of you have a company page.
Gives a high-level overview of your products/services
This is where you can post status updates that reach all of your followers
How you’re connected w/EE
EE profiles link to this page
WHAT NOT TO DO
Long, corporate jargon
NOTHING – not post content, have an image, be complete
Assign ownership –
Add a banner image, associate groups/affiliate pages, content strategy
LCP – many of you probably have a Career Page (this
Every org has a brand, this is the platform candidates are going to go to see what it’s truly like to work at your company. Most candidates (especially those not actively searching for a job) will not leave the social platform they’re on.
WHAT NOT TO DO:
Make it your company page – focus only on products/services
Bring your brand (TB) to life! Through images/videos again transparency
Here’s a great example – EE testimonials
Automatic branding on all of your jobs
Now that you’ve built your “hub” out and have a strong brand on LI that you’re proud of. How do we engage those already following your company? This is an active, pool or talent that wants to hear from you:
They’re your instant talent pool and future employees.
To expand both your talent brand reach and engagement, you can also reach out to targeted talent across LinkedIn.
Share your employer brand among new audiences and introduce them to relevant opportunities and employer brand messages for your company.
Followers visit LinkedIn 8x as often as the average member
Followers have 8X more connections than the average member
Followers are 40X more likely to comment/like and 10x more likely to share content
80% of LinkedIn members will follow only up to 6 companies
Ask: How many of you are posting status updates on behalf of your company?
Follow up: Of those who have raised your hands, how many of you would consider your updates “conversational”
Status update that are short, to the point, and include an IMAGE or VIDEO really resonate best.
And if you don’t have a marketing team to help with content, you can aggregate content from the web that is going to resonate w/your audience.
It’s critical to consider the appropriate mix of content.
Based on an audit of what the most successful talent acquisition content teams are doing, we suggest having a well blended mix of content that isn’t JUST your TB (what it’s like to work there, what sets you apart)
If you’re like me, we all know you look down at the clock and say “how the heck did it get to be 5PM.”
Have a schedule to keep you on track. As simple as 10 min Outlook reminder daily to populate it, still react timely to current events.
Not just for LI share on all social network as well. Many marketing teams may already have a schedule, send them 1-2 posts a week and ask that they post. If they’re nervous about too much clutter….tell them that they can actually right now, for free target their status updates so it only reaches your ideal audience (industry, function, geography)
A schedule also helps to ensure you’re varying the type and subject of the content. This will come in handy later when you’re analyzing the type of content that resonates best w/your audience as well.
How do you know if the optimizations applied make an inpact? We’ll spend some time viewing metrics to better understand the impact of your talent brand initiatives
Available at your finger tips is an analytics page, offering insights on your companies’ performance by:
Seeing how engaging your company updates are
Understanding more about your follower demographics
Understanding more about your Career page traffic, activity and demographics
Not only do these analytics offer rich insight on your company’s performance, they can also be used to establish goals.
Do your follower and career page demographics align with your hiring goals?
Where do you want to see growth?
How do you line up with other company’s followers on LinkedIn?
Where do you want to be?
Most of you in this room probably already have a basic career page, but you can also created targeted views that render dif to you based on your background.
For IE – If you’re like most clients I speak to you’re constantly hiring Sales / ENG. We all know that what makes a sales person tick is pretty dif than an engineer. When you talk to eng/sales prof or send them an InMail you probably tailor the msg. Or at least I hope you do!! This is exactly the same concept.
ERE article reference
Can go from a basic Career Page to having many dif views that again will be customized to the person viewing the page so whether that is for you to attract difficult to find talent or you’re expanding globally and you need a page in German…this is the next phase
Also, after all of your hard work -
LinkedIn icon is on your website
Empower your employees.
Make sure they represent you well on LI. Are they just listing their jobs title and position or are they bringing your brand to life!
Check out Lauren’s profile…. Read Profile….her passionate for helping ppl do their best work and help SMB jumps on the page
Include this in your onboarding process
Getting EE involved doesn’t stop at the profile
You now have all of this amazing content being posted to your co page…Ask them to share news from your LinkedIn’s company page. Just a simple LIKE, COMMENT or share can help it go viral and reach beyond their networks and your followers.
This doesn’t only benefit your company it benefits them as well! It helps your EE stay top of mind among clients if they’re sales professionals for ie, or simply helps them showcase themselves as a SME
Identify brand champions – and highlight them…maybe on your intranet, bulletin board, table topper..get creative! I used to send “THE social networker T-shirts” to various offices
This all starts at the top. Some leaders still don’t want their employees on board b/c they’re scared of EE getting poached or they may say something inappropriate. I think we can all agree that SM isn’t going anywhere. We might as well set some loose guidelines around it and then encourage your EE to help spread the word about your co and how it’s an amazing place to work. Afterall, like attracts like.
Once leadership if on board, ensure EE know it. Have leaders send emails letting EE know they encourage the use of LI. Once they’ve done that, take it a step further, asking EE to share updates w/their networks about an award you’ve won or hiring needs you have.
Lastly, you’ve now done all of this amazing work on LI, ensure you’re continuing your strategy off of LI as well. You can add APIs and Plugins to your corporate website that encourages ppl to follow your company w/a simple click
You can highlight the right jobs for candidates through our JYMBII module
We also have a new Alumni tool plugin…
Align to your brand
And draw right emotions